Key tips for using the Internet in customer management
The more the Internet and its associated technologies are
used in marketing and customer management, the more urgent it is for companies to apply
the key tools of customer management in deploying it. Key tips are:
Improve value to the
customer -- to meet their wants and needs. Focus on customer benefits.
Create a vision for
longer term development, such as introducing additional sites or deepening of initial
sites, to support your marketing, service and, of course, customers’ needs.
Meet customer needs
better but also reduce costs of other means of communication -- for example, timetable
look-up, booking confirmation, perhaps best demonstrated by cinema seat booking. This is
one of the major pay-offs of the hybrid marketing approach.
Harmonise your
approach within traditional advertising and communication programmes. Ensure that the
message and brand are delivered consistently across all media.
Use web
functionality to enhance involvement with the brand, in ways that match the brand. For
example, use it to put a human face on the brand.
Use the technology
to allow the customer to find out the full range of what you offer and what you do –-
product, research, product development, loyalty programmes and promotions.
Use the Internet to
allow the customer to take control and provide or update information.
Anticipate user
constraints. Will customers be able to access your site quickly and conveniently? For
example, using advanced graphics may waste customer time as it takes so long to download.
Drive traffic --
don’t wait for visitors to find you, but use on-line and off-line advertising and
public relations, backed by plenty of hypertext links and cross-promotions.
Keep your offering
up to date, topical and relevant to maintain interest, but ensure it follows a consistent
pattern for your loyal audience.
Use the best
security and guard your customer’s privacy.
Resource and
maintain your Internet site adequately.
Measure everything
including traffic volumes and patterns, user profile and satisfaction, ideally through
independent auditing.
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